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Lessons from the World's Best Campaigns 2019

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Get lessons from the world's most awarded campaigns and companies for creativity and effectiveness. This presentation was delivered at Creative Excellence & Effectiveness, a recent Ascential Marketing event at Anheuser-Busch. Learn more at warc.com/effective100.

Publié dans : Marketing
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Lessons from the World's Best Campaigns 2019

  1. 1. Lessons from the world’s best campaigns
  2. 2. 2 What do the world’s most effective ads tell us about… Effectiveness in a low- attention economy The importance of being recognized Balancing brand-building and performance www.warc.com © 2019
  3. 3. Effectiveness in a low-attention economy
  4. 4. 5 The problem of attention • Too much information • Constant partial attention • Fragmentation of formats – the rise of short-form • Ad ‘bombardment’ • Ad blocking …but there are plenty of studies that find a correlation between attention and sales impact. 5
  5. 5. www.warc.com © 2019 6 Four responses in the Effective 100 2 3 4 1 Be creative, be emotional Borrow someone else’s attention Get into the news Be somewhere unexpected
  6. 6. 7 The rise of the ‘stunt’ • Data 7
  7. 7. 8 PR-driving cases are becoming more common 8 0% 10% 20% 30% 40% 50% 60% 70% 2016 2017 2018 Use of PR value as a soft metric Effective 100 All WARC cases
  8. 8. 9 Being somewhere unexpected 9
  9. 9. The importance of being recognized
  10. 10. 11 It’s never been more important to be famous 11 Distinctive brand assets Ehrenberg-Bass The ‘brand room’ Neuro-Insight Fluent devices System1
  11. 11. 12 12 Direct Line Proper measurement of the contribution of brand equity has fundamentally altered the strategic thinking of the business. “
  12. 12. 13 Aldi finds a ‘fluent device’ 13 0% 50% 100% 150% 200% 250% 300% 350% 2015 2016 2017 Profit ROMI (%)
  13. 13. Balancing brand-building with performance
  14. 14. 15 Impact of marketing science – Lidl • Penetration rules - brands grow by attracting more customers, loyalty follows • New customers are drawn from the whole market, especially the largest competitors • Emphasise broad reach media and invest in 'excess share of voice' (ESOV) • A combination of messaging addressing brand perceptions and driving direct effects [drives ST and LT results] 15
  15. 15. 16 AA got the brand/performance balance wrong 16
  16. 16. 17 Hard-working brands can reduce activation spend 17
  17. 17. www.warc.com © 2019 18 5 takeaways 2 3 4 5 1 The low-attention economy makes creativity more important Brands are seeking cut-through with PR-driven campaigns Brand assets are key for recognition in low-attention environments Marketing science is being applied – and is working Brand and activation can be tied together – but you need both Get in touch nicola.tillin@warc.com warc.com/creative100
  18. 18. Thank you

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